AARP Ads Highlight Older Hispanic Audience

Share this content:

Nonprofit membership organization AARP released its first ad campaign for AARP Segunda Juventud, the bilingual health, finance and lifestyle magazine.

The print and online effort is the first ad campaign to focus exclusively on U.S. Hispanics older than 50.

"Our goal is to increase awareness of an extremely desirable group of affluent Hispanics that is being ignored in the marketplace," said Peter Zeuschner, advertising sales manager at AARP, New York.

The campaign, created by GSD&M, Austin, TX, targets media decision makers, ad agencies and clients. The standalone ads run in Marketing y Medios, Hispanic Market Weekly, Hispanicad.com and The Advertiser. They will highlight the purchasing power of this 6.2 million-plus Hispanic demographic.

The ad campaign is an extension of Segunda Juventud's promotional efforts, which include events, direct mail and public relations, to reach a demographic that spends $119 billion yearly.

Segunda Juventud's editorial coverage includes articles on leading Hispanic personalities, trends, entertainment, travel and leisure. The biweekly title launched in 2001 and has a circulation rate base of 400,000. AARP is a nonpartisan membership organization that helps people 50 and older with security and protection.

This campaign will tap a sub-segment with potential. It started in May and runs through year's end.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here